from the Aveeno website :
The unique story of AVEENO® began back in 1945, with the introduction of the Soothing Bath Treatment. This natural bath additive contained 100% colloidal oatmeal (“colloidal” means milled to an ultra-fine powder), known for its natural ability to hold in moisture and relieve dry, irritated skin, was developed by the Musher Brothers in conjunction with the Mayo Clinic. If fact, the Mayo Clinic was the Brand’s first customer, making AVEENO® doctor recommended for 60 years.
For many decades, dermatologists and pediatricians not only recommended the AVEENO® Soothing Bath Treatment, but also recommended the body moisturizer and anti-itch products to temporarily protect and help relieve a range of skin conditions, including winter dry skin, eczema, and poison ivy/oak/sumac as well as soothe chicken pox, hives and sunburn.
Because of the AVEENO® brand’s unique use of natural ingredients, therapeutic heritage and long-standing relationship with the professional community,
Johnson & Johnson acquired the brand in 1999.
In 2000, AVEENO® utilized its expertise in natural colloidal oatmeal and other skin protectants to launch a line of baby products to gently cleanse, moisturize and protect baby’s delicate skin. This represented the first of many product extensions for the Brand.
In 2002 AVEENO®, a pioneer in the study of natural ingredients for efficacious skin care, captured the naturally active benefits of soy in a new line of facial care products, to help even skin tone and texture and bring out skin’s natural radiance. This was the first soy-based facial care line available in mass outlets to deliver these skin care benefits. And over time AVEENO® has broadened its skin care portfolio by utilizing the multiple benefits of soy to meet the various skin care needs of women today.
AVEENO®, the leader in ACTIVE NATURALS™, continues to develop breakthrough product formulations with new and existing natural ingredients that are clinically proven to deliver real skin care benefits leaving you with healthier-looking, beautiful skin. No wonder AVEENO®